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Sugeng Purwanto
Universitas Pembangunan Nasional “Veteran” Jawa Timur, Surabaya, Indonesia
Economics, Econometrics & Finance

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THE INFLUENCE OF ONLINE CUSTOMER REVIEW AND SOCIAL MEDIA INFLUENCER ON PURCHASE DECISIONS HMNS LOCAL PERFUME FOR GENERATION Z TIKTOK USERS IN SURABAYA Kharisma Eka Ardiansyah; Sugeng Purwanto; Raden Johnny Hadi Raharjo
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 3 (2025): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i3.7519

Abstract

This research investigates how Online Customer Reviews and Social Media Influencers influence the purchase decisions of Generation Z TikTok users in Surabaya regarding HMNS local perfume. Employing a quantitative method, data was gathered through online questionnaires distributed to 96 participants chosen using a purposive sampling technique. Data analysis was conducted using the Partial Least Square (PLS) method. The findings reveal that: (1) Online Customer Reviews significantly and positively impact the purchase decisions of Generation Z users; and (2) Social Media Influencers also exert a significant and positive influence on their decisions to buy HMNS local perfume in Surabaya.
The Influence of Online Customer Review and Social Media Influencer on Purchase Decisions for Skin1004 Serum Ampoule Products for Generation Z TikTok Users in Surabaya City Indi Arimawasti; Sugeng Purwanto; Virginia Mandasari
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 3 (2025): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i3.7520

Abstract

Indonesia's skincare industry is growing rapidly as awareness of healthy skin increases. Generation Z, as the main market, is influenced by social media such as TikTok in their consumption patterns. The rise of brand overclaims triggered a crisis of trust, making Gen Z rely more on online reviews and credible influencers. The aim of this research is to analyze the influence of online customer review and sosial media influencer on purchase decisions of Skin1004 Serum Ampoule by Generation Z TikTok users in Surabaya. Using a quantitative approach, data was collected from 108 participants with purposive sampling technique through an online questionnaire and analyzed with PLS-SEM. These research results show that Online Customer Reviews and Social Media Influencers have had a significantly positive impact on purchase decisions. Influencer credibility and expertise are dominant factors, emphasizing the importance of social validation strategies in the digital era.
The Influence of Service Quality and Content Marketing on the Purchase Decision in Using the Menggala Express Bus Service on the Surabaya – Malang Route Zidane Fernanda Kusuma; Sugeng Purwanto; Virginia Mandasari
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 3 (2025): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i3.7605

Abstract

This research aims to determine the effect of Service Quality and Content Marketing on purchasing decisions in using PO Menggala bus services among users on the Surabaya–Malang route. A quantitative methodology was employed in this study, where data were gathered through questionnaire distribution and subsequently analyzed using the PLS-SEM approach via the SmartPLS application. The research involved 105 participants selected based on purposive sampling criteria. The results indicate that both Service Quality and Content Marketing have a positive and significant influence on purchasing decisions. These findings confirm that excellent service and informative, engaging digital content play a crucial role in shaping consumer preferences toward transportation services. Promotion strategies emphasizing passengers' real-life experiences through social media have proven effective in influencing purchasing decisions for PO Menggala bus services.
Co-Authors Indi Arimawasti Kharisma Eka Ardiansyah Raden Johnny Hadi Raharjo Virginia Mandasari Zidane Fernanda Kusuma